MySpace: The Shape of Things to Come was recently acquired by Rupert Murdoch for about $560 million. Wired ran a story about the site’s founders, that explained in part why this type of community, networking website is now the hottest site on the web. Myspace gets more page views than Google–’nuff said. Jeff Howe wrote a profile of the founders, Chris DeWolfe and Tom Anderson.

“So that spring, the band, Hawthorne Heights, began posting a few songs on, which was becoming a hub for the indie music community. Fans began to find them. By the time the album came out, “we had 200,000 friends in our MySpace network,” Bucciarelli says. But the bandmates were lavishing attention on them. On tour, each musician would spend four to five hours online every day, answering emails and “adding” new friends. (MySpace users must approve each person who requests to be added as a friend)

The fans loved it. “They can’t believe they’re actually getting a response. You’ve got a fan for life.”

By frequently updating their blog and swapping in new songs on their page, the Hawthorne Heights guys were able to give fans a reason to return. That increased the online buzz, and the fan club grew fast, eventually topping 200,000–a direct marketing list that any major label act would kill for.”